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Comparing consumer preferences for sustainable dairy activities among countries
Hideo Aizaki1, Hironobu Takeshita2
1Agricultural Economics, Research Faculty of Agriculture, Hokkaido University, Kita-9, Nishi-9, Kita-Ku, Sapporo, Hokkaido 060-8589 Japan.
Behaviormetrika
|January 25, 2023
Summary
Consumer preferences for sustainable dairy activities vary significantly across the UK, Netherlands, France, Italy, and Japan. These insights into dairy farming sustainability can inform stakeholders and address potential generational conflicts.
Area of Science:
- Agricultural Economics
- Consumer Behavior
- Environmental Science
Background:
- Growing consumer interest in environmental and agricultural issues, potentially amplified by the COVID-19 pandemic.
- The dairy sector faces increasing scrutiny regarding its sustainability practices.
- Understanding diverse consumer perspectives is crucial for effective sustainability initiatives.
Purpose of the Study:
- To measure consumer preferences for 11 key sustainable dairy activities across five countries.
- To identify and analyze cross-cultural differences in these preferences.
- To explore demographic influences (gender, age) on consumer priorities for dairy sustainability.
Main Methods:
- Utilized a Case 1 Best-Worst Scaling (BWS) methodology.
- Surveyed consumers in the UK, Netherlands, France, Italy, and Japan.
- Evaluated preferences related to environmental impact, animal welfare, and socio-economic factors.
Main Results:
- Significant variations in consumer preferences for sustainable dairy activities were observed among the five countries.
- Gender and age were found to influence preferences, indicating potential for intergenerational and gender-based conflicts in priority setting.
- Environmental factors like greenhouse gas emissions and biodiversity were key considerations, but country-specific nuances emerged.
Conclusions:
- Consumer preferences for dairy sustainability are not monolithic and differ substantially by country, age, and gender.
- Addressing these diverse preferences is essential for developing globally relevant and locally accepted sustainable dairy strategies.
- Findings provide valuable data for stakeholders aiming to enhance the sustainability of the dairy sector through informed decision-making.
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